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Huggies Pulls Ups - Big Kid Game

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Shot entirely in lockdown, we produced the latest ad campaign for Huggies in collaboration with agency Rocketmill to support the launch of Pull-Ups Explorers - the brand's new product that allows kids to explore and move more whilst not fully potty trained. 

The Big Kid Game TVC celebrates the key milestones that children reach on their journey to becoming a bit kid from first steps to potty training. 

Produced under the unprecedented circumstances of lockdown, we used 13 DOPs across the UK and Ireland from our extensive parent filmmaker network who filmed their own children at-home to make the ad. 

In addition to the TVC, we also shot a bank of film and stills content to launch the campaign online and through in-store activations. The assets are being used to invite families to mark each milestone of their child’s development, allowing them to share and celebrate their achievements on social by using hashtags and special ‘Big Kid Game’ digital stickers.

As production was being carried out remotely, all communication, decision making and directing of the DOPs had to be done via videoconferencing. We also had to carefully schedule shoot days to stagger filming, allowing for extra time to brief each DOP to shoot what was required. 

At-home shooting gave our team of filmmakers the flexibility to film based around their child's naps and moods, and with their parents behind the camera, meant we were able to capture really authentic, natural and personal performances from the children.


Advertiser: Huggies

Creative Agency

Creative Agency: Rocketmill

Creative Director: Ian Flynn

Copy & Music Lyrics: Martyn Smith

Production Company

Production Company: Be The Fox

Directors: Diana Ellis-Hill & Joe Large

Lead Producer: Laura Richards

Senior Producer: Mia Xerri

Executive Producer: Meg Price

DOPs: Susie Salavati, Bud Gallimore, Dave Warren, Kendrick, Joe Douglas, Carl Burke

Production Assistant: James Honess

EDITOR: Joe Large

GRAPHICS: James Eldridge


GRADE: The Mill

MUSIC COMPOSITION: Mikis Michaelides

VOICE: Doc Brown, Tor CesayPost Production

Genres: Comedy, People, Storytelling

Categories: Beauty & Health, Baby care

Be The Fox, 1 year ago